The introduction of a paddock to plate business to weave into the Jaclinton Poll Hereford business was a no brainer for Clinton and Jacqui Baulch and their children Thomas, 16, and Indianna, 14.

The stud was founded in 2009 after purchasing a farm at Illowa near Warrnambool in 2007.

Mr Baulch's connection with cattle, and Poll Herefords in particular, goes much deeper than that being raised on the Wollbull stud where his father was the stud groom for more than 30 years.

"It became a natural love for them, and showing them and everything that goes with it. It was always something that was close to my heart," Mr Baulch said.

After leaving school and having a stint as a dairy farmer, he stumbled into working in car dealerships.

After ten years in dealerships in Bendigo and Ballarat he returned to Warrnambool in 2007 to purchase a dealership there.

The home farm comprises around 50 hectares at Illowa and about 120ha of leased country near the Warrnambool airport.

The family run around 200 breeders across the two properties that ensured high stocking rates.

The launch and conduct of the Jaclinton Beef program was very much a family orientated business.

Mr Baulch said he first heard of this type of model at Wolllbull "when I was a teenager" but the business was launched two years ago.

The long-term goal for paddock to plate business was intrinsically linked to the core business of supplying seedstock to clients within the beef industry.

The Jaclinton Beef Co program involved buying back steers from the stud's bull clients, processing the steers, packing and marketing product.

Mr Baulch said the program gave the stud's bull clients another avenue for their steers and a better return on the product our clients are producing.

He said the aim was to make Jaclinton a brand that beef producers could see value in. Already the business had loyal clients supplying steers.

The producers had the advantage of being able to sell their stock under the Jaclinton Beef Co brand, they could budget on a fixed price and receive a better return on their investment.

"It works well for the farmer and works well for me as the seed stock supplier," he said.

"My return is people in the long-term seeing that they can spend a little bit more on a Jaclinton bull where they can see a better return in the end," he said.

If they sold 30 steers a year by a bull and make an extra $300 to $400 an animal, it's worthwhile.

The only stipulation for steers to be eligible was that they were at least 50 per cent Hereford.

Mr Baulch said the stud's bulls were being used over Angus cattle as well.

He said the partner suppliers needed to play their part in providing animals 450 to 500kg with good, even fat cover, he said.

Product was sold through a number of restaurants in Warrnambool as well as selling boxed beef all around Victoria via online.

He said Jacqui promoted the brand online and ion social media, as well as some word-of-mouth.

The beef box options included a selection of cuts including scotch fillet, eye fillet, porterhouse, diced beef, silverside and roasts.

He said boxes could be tailored to order and there was some increase in demand for groups joining to buy a half animal.

Mr Baulch said he had always had a passion for the Poll Hereford, particularly their temperament.

"Among all breeds I think they are the most docile. That was really important early on when our children were young and helped work the cattle, particularly Thomas," he said.

"Thomas is very entrenched in the stud and his passion drives me as well," Mr Baulch said.

"From a young age Thomas and I have made joint decisions about what genetics we're going to use or what we're going to do next on the farm."

Mr Baulch said that in the past three to four years the stud was selecting high intramuscular fat (IMF) bulls.

"The Hereford breed certainly has high IMF bulls and we have been using them and their sons are starting to come through and go out into herds. I think the Hereford breed should be marketing itself better. We've sat on our hands a bit. We need to shout it to world that we have from a couple of hundred years of breeding here and from across the world," he said.

Steers in the program were slaughtered at Hardwicks, Kyneton, and then broken down and packed by a local butcher.

He said in the future they would seek some suppliers further north to help with supply during the colder months.

Mr Baulch said there were plans to expand the farm and the business in the future.